“After some considerable feedback from our readers we've discovered that what makes The Times unique in comparison to other dailies is not only its interactivity, but the fact that it's a short, sharp and quick read. It is apparent that the bite-size news we provide has made a huge impact on the increasing readership,” says Ray Hartley, editor of The Times and of www.thetimes.co.za.
The newspaper, together with Ogilvy Cape Town, have capitalised on this response from its readers and drawn on it for a new advertising campaign that recently hit the streets. The campaign consists of print and outdoor executions, which can be seen in Cape Town, Durban and Pietermaritzburg.
“The paper is designed for people on the move, living busy lifestyles and looking for a quick snapshot of the day's news. The campaign is a literal interpretation of that analogy. The new ads are not highbrow or hard work; you get the idea, you smile, you move on,” says Ogilvy Cape Town creative director, Gordon Ray.
The newspaper was initially delivered exclusively and free to around 120,000 Sunday Times subscribers. Following the public's positive response it went on sale at major traffic intersections in Johannesburg and Pretoria in February last year. It is now making an effort to focus on acquiring more readers from the Western Cape and KwaZulu-Natal.
The Times is available from Pick 'n Pay Hypermarkets and Supermarkets and at BP Express Stores in Gauteng, the Western Cape, the Free State and KwaZulu-Natal. It retails at R3.50 and is available by subscription.
